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Monday, October 25, 2021

TAPROOT DENTSU, FACEBOOK LAUNCH ‘DHARA’, SEEK TO STIMULATE LOVE FOR BOOKS

Taproot Dentsu India, the dentsu international-owned creative agency, has launched a second film as part of the agency’s ongoing ‘More Together’ campaign for Facebook. The film attempts to showcase the social-media platform’s “power of connections and communities” through a story in ‘Dhara’.

The story follows the life of Dhara, a passionate bibliophile who rescues books from being consigned to the bin and with the help of Facebook, finds “homes” for her the books she thus “rescues”. The film extends the theme of how people can do “more together” than alone.

Discussing the inspiration behind the campaign, Neeraj Kanitkar, Senior Creative Director, Taproot Dentsu, said, “This film is a sweet and simple demonstration of Facebook’s inherent power. Which is to supercharge the efforts of one person when the community gets behind it. It is quite rare to be in the advertising business without having some love for the written word. So when Gauri Burma — the most passionate book lover amongst us — came up with the idea, we knew we simply had to make it happen. We hope that it inspires people to consider using Facebook to give a new lease of life to old, forgotten and about-to-be-turned-into-pulp books.”

The first ad film in the series talks about ‘Rinchen’, a female football coach in Ladakh, who shares her players’ videos on Facebook. The film shows how the power of connections not only creates a fan following for her team but also drives her and the team’s career forward.

Taproot Dentsu Agency Credits

Co-Founder, Taproot Dentsu and Creative Chairperson India, dentsu: Agnello Dias

Co-Founder and Chief Creative Officer: Santosh Padhi

Chief Executive Officer: Umesh Shrikhande

Executive Creative Director: Pallavi Chakravarti

EVP & Head of Office: Ayesha Ghosh

EVP & Head of Strategic Planning: Shashank Lanjekar

Senior Creative Director: Neeraj Kanitkar

Group Head (Copy): Gauri Burma

Group Head (Art): Rutul Mistry

Creative Supervisor (Art): Sushant Kadam

Visualizer: Sujay Kamble

Vice President, Strategic Planning: Pearl Vas

Senior Account Planner: Kanupriya Mahajan

Senior Account Planner: Nishita Vazarkar

Vice President, Account Management: Amit Murthy

Account Supervisor: Fiona Maben

Account Supervisor: Ana Iman

Film Credits

Production House: Lens Flare Films Production

Director: Sachin Kotre

Executive Producer: Naveed Khan

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